Sacheerome, an India-based Fragrance & Flavor (F&F) firm, aims to make Dubai its second home. In this interview, Managing Director and Chief Perfumer Manoj Arora discusses the company's strategic vision, including substantial investments to establish operations in Dubai within the next 3-4 years. Excerpts below:
What key factors do you think are driving consumer trends in the Middle East?
Today’s Middle East is a vibrant mini-world, blending diverse cultures and countries with a fluid business landscape. This dynamic setting offers both exciting challenges and growing opportunities due to the evolving and increasingly diversified consumer trends.
As one of the leading manufacturers and exporters in the fragrance and flavor (F&F) industry, we possess a deep understanding of this market. With the Middle East now recognized as a global hub, its well-traveled consumers are highly aware of international fragrance trends and often more informed about new products than their Western counterparts.
Once dominated by cities like London, Rome, and Paris, Dubai has now emerged as a trendsetter in lifestyle goods and luxury fragrances. Thanks to the confidence of consumers who are leaning toward niche fragrances, with brands from the region expanding their reach globally.
What advantages does Sacheerome gain by having R&D in Dubai and manufacturing in India?
Already, we have robust R&D & Robotic manufacturing in India at par with any best in the world. Having an additional R&D, Application, Evaluation and Warehouse in Dubai will give us an edge in creativity, meeting local aspiration and the speed to deliver.
Manufacturing in India offers a significant advantage of cost because of availability of abundant natural & synthetic ingredients and the much lower operational cost, compared to western countries.
Could you provide insights into your expansion plans for the UAE and how they fit into your overall business strategy?
Our objective for global expansion is to strengthen our international presence by establishing operations in the Middle East (Dubai) and Far East in the initial phase. We plan to expand our UAE operations over the next 3-4 years. Recognising the vibrant and diverse landscape of the Middle East, the company has earmarked a substantial investment to establish a robust presence by having R&D, Application, Evaluation, Warehouse in the region over the next few years.
This initiative will allow us to customize our products for local as well as global, especially African & Western markets, improve creativity and streamline logistics. We've partnered with local stockists and distributors to reach a wide network of customers across the GCC. Our sales team is collaborating with key clients and emerging startups, aiming for 10X growth in the fragrance and flavor business in the UAE over the next couple of years.
You recently represented India at the World Perfumery Congress in Geneva. What key takeaways did you gain from the event?
Our association with the World Perfumery Congress (WPC) is longstanding. At the last WPC in Miami, I had the privilege of speaking on "The Past, Present & Future of India's Fragrance Industry – Decoding its DNA."
At the 2024 WPC in Geneva, we unveiled groundbreaking fragrances and cutting-edge technologies. Our team showcased innovative scent combinations and customized solutions to meet unique consumer preferences. Notably, our innovations—Sach/Natura, Sach/Maxicap, Sach/Odocon, and Sach/Veda, which incorporates Ayurvedic wellness—gained widespread recognition.
Global perfumers and industry experts were excited to see the range of our products and explore our creative capabilities, which combine advanced technology, wellness benefits, and long-lasting fragrance experiences.
The Gulf has an incredibly diverse consumer base, with a rich mix of cultures. How do you foresee the Gulf market evolving in the Fragrance & Flavours sector by 2025 and 2030?
The GCC market is projected to grow at a CAGR of 4.90% by 2032, reaching $48.37 billion, while the Asia Pacific region is expected to see the fastest growth. The Middle East fragrances market, valued at approximately USD 3.76 billion in 2023, is anticipated to grow at a CAGR of 7.50% from 2024 to 2032, reaching around USD 7.21 billion by 2032.
The UAE has become a key business hub, not only for the Gulf but for Central Asia, East Africa, and many other regions. Over the years, we have observed a shift in consumer preferences, moving away from intense, traditional scents towards more internationally influenced fragrances, driven by changing lifestyles and global trends.
As the region evolves into a global hub, perfume enthusiasts are now leaning towards milder, finer fragrances. Among the most popular choices are Oud and Natural Agarwood of Assam, Jasmine, Tuberose from India, Rose from Bulgaria & Turkey, reflecting a blend of local and international preferences. Additionally, the Gulf is ramping up its supply to cater to a broader global audience.
What lessons have you learned from operating in India that you believe will be beneficial as you expand into the Gulf region?
India is a highly price-sensitive market, whereas consumers in the Middle East possess significant purchasing power and are willing to invest in high-quality niche products. Unique and quintessentially Indian perfume notes are gaining traction among global consumers. Though our existing automated and robotic manufacturing plant, featuring multiple robots under one roof, meets global production standards, our upcoming facility at YEIDA will further amplify capacity, speed and precision. We are also setting up an application lab and evaluation center in the UAE. This dual approach will enable us to create products tailored to local preferences, maintain cost competitiveness, and enhance our logistics management. Ultimately, this strategy will provide us with a competitive advantage over European and other global manufacturers.
What are Sacheerome's key export markets, and what does Vision 2030 look like for the company?
Sacheerome doesn't just serve a large Indian customer base, including major FMCG companies which are as big as global giants, but also actively collaborates with a diverse range of international businesses, both large and medium-sized. As the world becomes more interconnected, our influence and presence continues to grow, allowing us to deliver the finest fragrance and flavor experiences globally.
In addition to establishing R&D and other facilities in the Middle East, we plan to set up similar facilities in the Far East region to cater to the rapidly expanding markets in Asia Pacific, Far East, and Central Asia. We also aim to expand our operations in Africa and the USA, ensuring effective reach across global markets.
Our ambition is to become a significant global player in the fragrance and flavors industry by 2030, driven by our passion for bringing joy, evoking sensations, and inspiring emotions.
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